Top Story


Home >> Advertising >> Article

Universal McCann’s Nick Brien explores collaboration between media and creative disciplines

Font Size   16
Universal McCann’s Nick Brien explores collaboration between media and creative disciplines

Media and creative, disciplines resulting out of the specialisation syndrome that the advertising industry has witnessed, are seeing some debates from the industry to work together again rather than remaining estranged functions. Giving a global viewpoint here was Nicholas Brien, President and CEO, Universal McCann, who spoke on the subject at an evening organised by the Advertising Agencies Association of India (AAAI) on August 2, 2006.

Giving a broad industry view, Brien said, “The changing pace of the industry requires us to be bold and progressive in our thinking. Are we selling price or value? The answer is simple – if we create value, there is value to be shared. Today, we see most development based on crisis like that in the music industry. The situation in the advertising side of the business isn’t much different either. As consumers are looking at new ways to engage themselves, clients are seeking new solutions to reach to these consumers. It is not the changes itself, but the pace of these changes that requires us to get our act right.”

He explained that today as India was competing at the global level, a key ingredient at the base of these changes was the Internet and the fact that India was at global reckoning reiterated the growth of the Internet and the coming of the digital age. He also emphasised that many changes in advertising were, in fact, changes emerging from evolving marketing practices. The question was which business model would work better for advertising in the future.

The solution that Brien saw for this was in increased collaboration between the creative and media functions, which didn’t imply going back to the traditional model of a full-fledged agency. He spoke of the importance of scale and the increased capabilities to handle changes that came with collaboration. He said that no two clients were looking at the same formula, which led to a need to focus and share resources.

At the same time, the new world was not that of just generalists or specialists – it was of a healthy combination of the two. Brien spoke of the absolute necessity to have the great idea that could be executed across mediums – traditional and new – and that nothing beat great talent. He said, “We are in an age, where a plan can be developed in Finland, finalised in London, optimised in India and then presented to a client in New York. It is a wired environment and consumers, too, are changing in this environment.”

According to Brien, “Today, consumers are creating and sharing content and enjoying it. The content has to be engaging when we are speaking to consumer or else they will switch us off and this can only happen by better collaboration between all that is available to us.” He also spoke on the importance of media management and new trends like social networks. In all, the effort should be to create the marketing of the 24th century.


Sidharth Gupta, Co-founder, Treebo talks about their outdoor campaign ‘Perfect stay or don’t pay’, what prompted this bold advertising move, its targeting, and the metrics that the brand utilizes to measure the efficacy of such a campaign

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

The announcement regarding this was made on Twitter by Sukumar Ranganathan, Editor-in-Chief, Hindustan Times, and Shekhar Gupta, Founder, The Print

The website promises to bring fast, reliable, insight-rich analysis in times when the readers are flooded with ‘breaking news’, and great conversations among an elite community of opinion leaders

The network has based its claim on Broadcast Audience Research Council (BARC) all India data (U+R) from April 2017 to March 2017 (full year average)